Why Technology Is Any Business’s Secret To CX Success
In this guest post, Michael Stelzer (pictured below), vice president Australia and New Zealand for Verint, argues that businesses lagging in the tech department won’t be offering the best experience to their customers…
Technology can be a powerful enabler for organisations wanting to listen and act proactively on the voice of the customer. But while it is a critical factor in helping gather, analyse and act on customer inputs, it’s not an answer in itself.
Without the right customer experience program, without the right metrics, governance, executive sponsorship, stakeholder buy-in, and closed loop processes, the technology investment will be wasted. A combination of innovative systems and best practices is the secret to real success in this fast moving space.
Companies that are able to identify key drivers of customer loyalty, map customer journeys, identify patterns of behaviour and take action in a timely manner are differentiating themselves from their competitors.
The most successful organisations use an integrated approach to drive results, one that includes technology, best practices and organisational savvy. There is no magic technology bullet, rather a combination of solutions, processes and insider knowledge that together can create success.
Massive resources are being committed to improving the customer experience – and those investments are paying off in reduced effort and better overall customer interactions. But nothing remains static. As companies raise the level of their game, customer expectations of service is also increasing.
Trending CX technologies in 2016 achieve mass personalisation, hyper-segmentation and convergence
Mobile technologies that take into account presence – where an individual is physically located – and personalisation engines that use predictive models to drive content and specific interactions will make great inroads this year as they help achieve mass personalisation and hyper-segmentation. By creating experiences for individuals based on their location, preferences, survey results and social media postings, companies can create a highly-personalised and contextual customer experience that will build deep loyalty.
Convergence will also have an increasing impact in 2016. Over the last five years, enterprises have been investing in siloed technologies to help them listen to the customer’s voice – survey platforms, online community platforms, chat and e-mail platforms, as well as more sophisticated technologies for speech analytics and text analytics. Unfortunately this has resulted in ‘disconnected listening’, where key insights get lost in the mass of data and the dots are not connected between listening platforms.
The convergence of CRM data with social listening, enterprise feedback management, speech analytics, text analytics and case management technology is now essential to the total CX endeavour. It will enable organisations to listen across structured and unstructured data sources, analyse the issues and key trends that are being identified, and then allow them to act on the data in ways that are meaningful to each individual customer.
By being able to understand the totality of the customer experience across all channels, companies can enrich that with their purchase history, demographics and other important data. This will result in better market segmentation and deeper personalisation, as well as the identification of high effort transactions and other friction points that result in customer loss.
CX technology investments now critical strategic weapons
Organisations are investing in digital marketing, voice of the customer and social tools at a rapid pace. These are no longer tactical ‘nice-to-haves’ but rather critical strategic weapons in the epic battle to win the hearts and minds of customers for the long-term. Investing in them is no longer an option for companies that want to be around in the next five years.
As organisational performance and customer expectations increase, the operations that don’t build their investments in new CX technologies and related processes will rapidly fall behind. And they will find it virtually impossible to catch up to competitors that have invested incrementally.
Latest News
Voting For B&T’s 30 Under 30 People’s Choice Awards Is Now Open!
Of all the awards B&T hands out, THIS is one of our favourites. That & our in-house 'staff f@ck-up of the month' trophy.
QUT And BCM Launch Campaign Celebrating Women In STEM
QUT’s long-term agency partner, BCM, has developed a thought provoking and impactful campaign for the university to coincide with 2021 International Women’s Day.
NRMA Insurance Unveil Next Instalment Of ‘Every Home Is Worth Protecting’ Campaign, Via The Monkeys
To demonstrate that every home is worth protecting, NRMA Insurance has released its latest campaign that sees the return of young boy Sammy as he continues his quest to look out for the homes of Australia’s iconic but vulnerable koalas. Created by The Monkeys, part of Accenture Interactive, the campaign centres on Sammy as he […]
Westpac Launches New Campaign To Highlight Life’s Eventful Moments, Via DDB
Westpac has launched its new brand campaign, created by DDB Sydney, highlighting life’s eventful moments where all the surprise, excitement, vulnerability, and challenges can lie; in moments both big and small. Westpac Group Head of Brand, Advertising and Media, Jenny Melhuish said, “our new work builds on our ‘help’ series, which focused on those really […]
GHO Strengthens Equity Team With Hamish Stewart Promoted To Creative Partner
GHO has appointed Hamish Stewart as an equity partner in the business. Hamish joins GHO’s four existing partners to round out the diversity of experience offered by the agency across research, strategy, design, digital and creative marketing.
The MINT Partners Expand Client Line-Up For 2021
The MINT Partners, one of Australia’s leading integrated brand communications agencies have added a number of new clients to their roster for 2021. Using the exceptional disruption of 2020 as an opportunity to evolve the business, MINT has enjoyed recent success with an expanded portfolio across categories including food & beverage, fashion, design, and property. […]
Spotify Launches EQUAL: Global Commitment To Women In Audio
Coincidence this was unveiled on International Women's Day? Well, we don't think so. Well, we don't know, to be honest.
Northern Rivers Based Agency Barefruit Marketing Launches Innovative Campaign For Raine & Horne Office
The agency produced the commercial in just a few short months, when they were awarded the brief by Raine & Horne Ocean Shores, Brunswick Heads and Murwillumbah at the end of last year.
Institute Of Data Launches New Education Program For Marketers
Institute Of Data & the Ponds Institute are easily confused. Yet, one's the science of the epidermis & the other isn't.
Pinterest Launches International Women’s Day Campaign To Uplift Female Entrepreneurs
They say "the world's your oyster". That is unless you happen to be a Sydney Rock with a Kilpatrick or mornay dressing.
Tinder Supports LGBTQIA+ Community In Rural NSW With ‘Pride Ride’
Tinder is supporting the LGBTQIA+ community in rural NSW with a double-decker bus. Sounds like a plot to a film to us.
The Women Who Shaped Technology In 2020
Here's more confirmation of B&T's commitment to International Women's Day. And just wait for International Hot Dog Day.
Pymble Ladies’ College Collaborates With United Nations For New Brand Platform Via McCann
Thinking of sending your daughter to Pymble Ladies' College? Confirm the exhorbitant school fees with this new campaign.
Global Women Creates International Women’s Day Campaign Focused On ‘The Motherhood Penalty’, Via Saatchi & Saatchi
Here's some top work from "across the ditch". And by "ditch" we mean the Tasman Sea to New Zealand and not North Sydney.
Enero Group Snares 10’s Carla Webb-Sear For CFO Role
Enero's new CFO Carla Webb-Sear is down Officeworks getting supplies as we speak. Including a "JOHN" pencil case.
For International Women’s Day, Look Back At B&T’s Past Women Leading Tech Winners: 2021 Applications Close Today!
It's a fine line between retrospective & blatant rehash. As you'll discover in B&T's Women Leading Tech winner rehash.
LEGO Revises Its Iconic 1981 ‘What It Is Is Beautiful’ Campaign In Celebration Of International Women’s Day 2021
LEGO's undoubtedly a brilliant toy for kids, yet few grow up to design Barbie's camper or build the Millennium Falcon.
Taboola To Give $500,000 In Free Advertising To Women-Owned Businesses As Part Of International Women’s Day
It's top work from B&T's good friends at Taboola today. Not that we saw a card or fruitcake last Christmas, mind you.
Clarins Launches #LiveBeautifully Series Of Films To Celebrate International Women’s Day
Everyone needs a top Clarins moisturiser to fight the signs of ageing & the signs of putting up with dickheads all day.
BWS & M&C Saatchi Celebrate Mardi Gras With Store Makeovers & Drag Queen Deliveries
There's a few sore Mardi Gras heads in the B&T office today. We've not enquired to what else is sore, to be honest.
DDB Marks International Women’s Day By Recreating Iconic Phyllis Robinson Speech
Need motivation that doesn't need chocolate from a vending machine? Watch this & avoid anaphylactic shock from the nuts.
Sunday TV Wrap: Ultimate Tag Premieres To Play Chasey With The Competition
Last night's TV numbers proved robust indeed. Suggesting everyone was too hungover from Saturday to get off the couch.
Sportsbet Goes In-House For Latest Lunacy
Arguably not really reading the mood in the room, Sportsbet's gone and launched a campaign on global women's day.
Double J Shares The Fifty Game-Changing Women Of Australian Music For International Women’s Day
Double J unveils the 50 game-changing women of Australian music, with Collette and Nikki Webster shock omissions.
Samantha Armytage To Leave Sunrise
To her credit, NO ONE in Australia has had their weight & their ovaries profiled by media quite like Samantha Armytage.
Foxtel Doubles-Down On Women’s Sport For International Women’s Day
We are huge supporters of women's sport here at B&T. Although we can give or take that cage fighting stuff in all truth.
UN Women Australia Ask ‘When Will She’ll Be Right?’ In New Campaign, Via The Monkeys
The Monkeys again proving we're "not just ridiculously overpriced chops on the BBQ" with provactive new work for the UN.
WPP AUNZ Women Talk International Women’s Day
WPP AUNZ's top talent talks International Women's Day. And never does the toilet seat "up or down" debate rear its head.
Compare The Market’s Meerkats Take Centre Stage With Meerkat Mondays
In its first major creative work in 12 months, Compare the Market went to extraordinary lengths to bring audiences its latest TVC.
Digital News Sites Up 8% YOY, With SMH Retaining Top Spot
It appears the global pandemic has proven a boon for local news sites. Apparently, Pfizer shareholders are happy too.
